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Communicators From Tums and Snickers Open Their Super Bowl LI Communications Playbooks

February 6th, 2017 by

As it’s Super Bowl weekend we pull a bit of razzle-dazzle from our playbook and offer you two brand communicators who are heavily involved in activities around the big game. Each offers trends and their brand’s reactions to them in the form of Super Bowl communications and campaigns.

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How Coca-Cola Changed the Way It Tells Stories and Measures Results

February 6th, 2017 by

Taking a cue from the social media model of two-way, authentic communication, The Coca-Cola Company upended the traditional model of a brand website with the introduction of Coca-Cola Journey. The platform serves as a digital destination for Coca-Cola consumers and a variety of audiences including partners, investors, journalists and yes, even critics. Once it had done that, it the Coke team realized it had to devise a new way to measure communications success. So it did.

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The Week In PR

January 30th, 2017 by

Our weekly roundup of trends and personnel moves. Featured this week is a story about regulating influencers and involving the Kardashians. In addition the heads of PRSA and The Arthur W. Page Center blast alternative facts and fake news.

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Wells Fargo Doing Well Pushing Good Stories, Yet Overall Theme Lacking As It Counters Crisis

January 30th, 2017 by

Have the efforts of Wells Fargo’s PR, communications and marketing teams shifted the conversation about the brand away from the bogus credit card scandal of early September? We asked TrendKite to crunch the numbers.

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How PR Sweetened the Tale of City’s Sewer Project

January 30th, 2017 by

Not every campaign you undertake will deal with a glamorous subject. Still, as this case study about a sewer project shows, you can use the same kind of PR tactics that are deployed for sexier topics.

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62% of Clients Unfazed by Fake News, PR Firms Say

January 30th, 2017 by

Concerned about alternative facts and fake news? Apparently PR agency clients were not, at least during the fourth quarter of 2016, a new survey from The PR Council shows.

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How a Hospital Communicator Uses Social Media and Traditional Tactics for Brand Awareness

January 30th, 2017 by

As the first month of the year comes to a close, there’s still time to take a fresh look at how you build awareness for your brand. We asked Mo Moorman of Aurora Healthcare to share a short case study about how he publicized a hospital and its services.

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Hootsuite Led U.S. B2B Brands in Twitter Engagement in Q3 2016

January 23rd, 2017 by

There will be no fake news here.

We’d like to say we and our data partner Shareablee timed the chart (below), which shows the top 30 most-engaged B2B brands on Twitter, to coincide with the start of the presidency of Donald Trump, a tremendous fan of Twitter. In fact, one of the first stories to emerge from the White House after President Trump’s inauguration was that the new president assumed Barack Obama’s @POTUS Twitter handle at 12:01pm ET on Inauguration Day.

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How Steinway & Sons Tuned Into Its Audience With Facebook Live

January 16th, 2017 by

The Trend: In the first half of 2016, Facebook introduced live streaming, aka Facebook Live, allowing brands and individuals to reach out to their followers in an instant and very visual way. While this wasn’t the first time live streaming was available on social media, the huge audience and demographic reach of Facebook made its foray into this space instantly relevant. Facebook took steps to ensure the adoption of this new feature by letting every follower of every page/individual know when one of the people/brands they follow was live streaming. This makes your potential reach enormous.

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The Rush to New Platforms Is Over, Write and Pitch Better in 2017

January 16th, 2017 by

My take on the new year is different in its emphasis: 2017 will be when we realize that the land rush associated with new channels and platforms is over, and we no longer have excuses for not focusing on the key elements that drove PR for the century before digital media: quality and credibility. Yes, we’re at the tail end of a few years’ window when you could get ahead simply by posting more frequently to your brand journalism site than the laggards. Google rewarded sheer quantity. And you could get a bunch of free followers by jumping onto Facebook before your competitors, and then Twitter, and to some extent Instagram. This channel-hopping seemed like the new normal. But in the grand scheme of the history of marketing, it will be viewed as an outlier on the front end of the digital revolution, where fundamental rules got bent for a while.